Tim Finchem sounded both smug and defensive when the PGA Tour inexplicably signed a 15-year deal with the Golf Channel before the 2007 season.

Inexplicably is right.

Why anyone would dump ESPN, the most-watched cable network in the English-speaking world, for a glorified infomercial outlet is beyond any reason. And a little more than a year into the contract, Finchem is defensive as ever but no longer smug — for the PGA Tour is paying a dear price.

Money ostensibly was why Finchem and his cronies opted for TGC. ESPN was playing hardball, forecasting (accurately, as it turned out) that sportswriter talk shows such as “Pardon the Interruption” and “Around the Horn” can carry the afternoon slot as well as any mid-week golf tournament. TGC, hungry for actual programming and backed by Comcast’s deep pocket, was much more accommodating.

But there were just two problems: 1. TGC has no real talent. 2. The drive-by audience vanished.

There was no better illustration of TGC’s talent problem than the Kelly Tilghman fiasco that blew up during the 2008 Mercedes Championship — the year’s first tournament. Overwhelmed by the responsibility and lacking both experience and gravitas, Tilghman’s “lynch” gaffe exposed the network’s inability to bring forth a quality broadcast. While TGC paid top dollar for Nick Faldo as an analyst, it utterly struck out with Tilghman, a green cheerleader.

As if that wasn’t enough to tank its ratings, the second problem cemented it. ESPN is one of those channels that men, in the desirable demographic of 18-49, are predisposed to tune to even if nothing is on. Call it the default channel: I see TV, I tune to ESPN. They’re that way at home, they’re that way on the road.

When I’m flipping around for something to watch at home, my fingers go for 2-0-6 much more frequently than 6-0-5 on my DirecTV. In fact, it took me awhile to even remember 605. When I travel for business, I flip around for ESPN and will always find it. As for the Golf Channel, most of the name-brand hotels — Marriott, Hyatt, Hilton — don’t even include it on their in-room TV package because it’s way too obscure.

The recently completed Masters couldn’t have shed a harsher light on this. For the first time ever, ESPN got to broadcast the Thursday and Friday rounds. And of course, the Friday telecast scored the highest rating ever for golf on cable. Billy Payne, in his second year on the job as the chairman of Augusta National, knew what ESPN could bring to the table. And he hit a home run.

While Finchem continues to swing and miss … for another 13 1/2 years.

 

Let’s see, Tiger Woods tees it up at 10:45 on Thursday. By the time you turn on the tele at 4 p.m. for ESPN’s coverage, Woods will be beating balls on the Augusta National range, trying to correct whatever he doesn’t like during his round. And you’ll find out what those “problems” are in the highlights.

But that’s not to say there isn’t anything to watch live. By design, Thursday’s afternoon rounds are populated by Woods’ chief challengers: Phil Mickelson tees off at 1:41 p.m. He’s preceded by 2000 champion Vijay Singh at 1:30 p.m. and followed by Ernie Els at 1:52 p.m. Another formidable group that includes Retief Goosen and Adam Scott, tees off at 1:19 p.m.

On Friday, of course, the tee times are flipped, with Tiger hogging all the live airtime at 1:52 p.m., in the penultimate group. Woods is paired with defending U.S. Open champion Angel Cabrera and Stuart Appleby, who was the 54-hole leader at the Masters last year.

Even though it won’t be on TV live, Woods’ first-round score will be key in his quest to win the year’s first major and his fifth green jacket. Tiger has played in 11 Masters as a professional and he’s NEVER broken 70 in the first round. But 70 is the magic number. The three times he did shoot 70 in the first round (1997, 2001 and 2002), he went on to win the tournament.

While the Masters has relaxed its previously draconian TV policies over the past decade, it still follows a less-is-more concept — to good effect. While weekday coverage has changed hands from USA to ESPN, the live coverage time slot from 4 to 7 p.m. remains the same (with replay from 8 to 11 p.m.). CBS takes over on the weekend, starting at 3:30 p.m. Saturday and 2:30 p.m. Sunday.

But the truly revolutionary change this year, in terms of TV coverage, is the live airing of the Par-3 Contest on Wednesday. For millions of viewers who never stepped inside Augusta National’s gates, this will be their first glimpse at the fabulous 9-hole course. ESPN will have it on live from 3 to 5 p.m.